JOE FM Digital, Case study The national surprise party by DALLAS Antwerp

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The national surprise party

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Industry TV Channels/Radio Stations and Programmes
Media Digital, Interactive & Mobile, Case study
Market Belgium
Agency DALLAS Antwerp
Creative Director Stijn Gansemans
Art Director Johan Roelandt
Copywriter Koen Van Deun
Photographer Sofie Rata
Released June 2012


Cannes Lions 2012
Media Lions Best Consumer Engagement Gold
Promo and Activation Lions Publications & Media Silver

Credits & Description

Type of entry: Product & Service
Category: Publications & Media
Advertiser: JOE FM
Product/Service: RADIO
Agency: DALLAS Antwerp, BELGIUM
Advertiser JOE FM
Product RADIO
Entrant DALLAS Antwerp, BELGIUM
Type of Entry: Product & Service
Category: Publications & Media
Advertiser/Client: JOE FM
Product/Service: RADIO
Entrant Company: DALLAS Antwerp, BELGIUM
DM/Advertising Agency: DALLAS Antwerp, BELGIUM
Creative Director: Stijn Gansemans (Dallas Antwerp)
Creative Director: Johan Roelandt (Dallas Antwerp)
Creative Director: Koen Van Deun (Dallas Antwerp)
Account Director: Patrick Jean Clymans (Dallas Antwerp)
Photographer: Sofie Rata ()
Production Company: Bert Hanssen (Sabouge)
Production Company: Jan Daghelinckx (Sabouge)
Production Company: Dieter Cottenies (Blueduck)
Art Director: Johan Roelandt (Dallas Antwerp)
Copywriter: Koen Van Deun (Dallas Antwerp)
Marketing Manager: Filip Teerlinck (Joe Fm)
Describe the brief from the client
JOE fm is a popular Belgian radio station. Their popularity comes from the fact that they place their listeners at the centre of everything they do. In an unstable radio environment winning listeners takes daily effort and constant impulses. So when JOE fm’s third birthday came up, the stakes were high… We had to do more than just throw a big party.

Describe the creative solution to the brief/objective.

We had to do more than just throw a big party.. We decided to give the party away to a listener who had his birthday on the same day. The only thing was…we didn’t tell him. We created the National Surprise Party. We made sure the birthday boy was out of the country 2 weeks prior to his birthday and started a big media campaign to tell the country about his birthday. Involving as much people as possible in the organization of the party.

Describe the results in as much detail as possible.

The results of the National Surprise Party were clear even before the party had taken place. Each of the 1000 entry tickets was claimed in no time. JOE fm’s facebook following rose with 26% in 2 weeks. Listening rates were the highest ever. And skyrocketed during the party. We had press coverage in every Belgian media before, during and after the National Surprise Party. And most importantly: Brand new Belgian celebrity Bjorn De Vuyst and thousands of other listeners will have a story to tell for the rest of their lives. About the biggest surprise party ever and JOE fm.

We put Bjorn’s face everywhere. In tv commercials, magazines and newspapers, on billboards and on giant birthday cards fans could sign. All the while JOE fm involved the listeners in the organization of the National Surprise Party. What food would he like, what’s his favorite band, and which presents would make him go crazy. They weren't just guests but became part of a big nationwide effort, spearheaded by JOE fm who joined the many online and offline conversations to make sure this party for one man was organized by everyone.